McCann savors major Nestle win

Johnson, Bradley; Lafayette, Jon
April 1991
Advertising Age;4/15/1991, Vol. 62 Issue 16, p1
Trade Publication
This article reports on the move of Nestle USA Inc. to consolidate its entire media buying account at advertising agency McCann-Erickson Worldwide. McCann will manage the account through a formed unit, Comcord Group, expected to be based in Los Angeles, California. The move represents a dramatic shift in media buying to the West from the East Coast. McCann's importance as a creative agency for Nestle has grown and that was part of the reason for choosing it for media buying. The decision to go with one agency was affected by the company's intent to become a leader in multimedia buys that link print and broadcast properties.


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